eCommerce Website Design to Help You Sell More

Choose from over 100 themes or create your own custom web design

Topics Included in this Guide

What is Responsive Website Design?

Your website's design needs to be appealing to your visitors, but as an eCommerce website, it also needs to be functional and optimized for conversions. Responsive website design is a development approach where your website's design elements will adjust automatically to the visitor's device. Shift4Shop's design templates are Mobile-ready, SEO-friendly and fully responsive.

responsive design website

How eCommerce Website Design can help with SEO & Conversions

In order to be successful, your website needs to appeal to both humans and computers: i.e. customers and search engines. Search engine optimization (SEO) is what brings your website to a high position in search results on Google, Bing, Yahoo! and others. This makes your website easier for customers to discover while searching for the products they want to buy. SEO is performed in a few ways, including content marketing that targets important keywords, and on-page optimizations geared toward proper formatting and fast page load speed.

Making your site appeal to customers is another matter. Once a visitor arrives, you want them to convert: to take your desired action. The most common type of conversion in eCommerce is making a sale, but this can be other actions too, like signing up for your newsletter, creating an account, or something else. Your website's design needs to encourage the customer to complete the process that leads to a conversion. This is accomplished in two main parts: smooth functionality and strong visual design.

website design for search engines

eCommerce website design is important for both of these goals. A skilled designer can create a website that looks fantastic and helps lead customers through the buying process from beginning to end, by placing design elements like Call to Action buttons in the ideal places on the page. The designer can also ensure SEO-friendliness by optimizing each page's graphics and code structure for speed, building the page layouts to be responsive to mobile devices (meaning the page adapts automatically to every screen from smartphone to desktop), and implementing further improvements like Google AMP which increases page load speed on mobile. A great web designer solves the problem of appealing to customers and search robots at the same time.

An eCommerce web designer will start their work with you by holding a consultation to discover your goals for your website and the needs of your branding. They'll usually provide some sample layouts (called wireframes) for you to choose from. Once they start work on your design project, the best designers continue to stay in touch throughout the process and provide frequent progress updates. When the design is completed, it's sent for your final approval before going live on your website.

Website Design Checklist: Key Pages to Design

Home Page Design

Home Page Design

The home page is one of the most important parts of your website because it serves as the customer's first impression of your business. Your home page must introduce your business and serve to build trust immediately. It must also catch visitor interest and encourage customers to stick around and see what you have to offer. Compelling, efficient design is what makes some of the best website home pages.

Website Home Page
Category Page Design

Category Pages Design

Customers are likely to spend a great deal of their time on your website browsing your category pages, in which they can compare similar products and look for the items they need. Your category pages need to be visually appealing and easy to navigate, in order to make the customer's shopping journey as easy as possible.

Website Category Page
Product Page Design

Product Pages Design

The quality of your product pages can make or break a customer's decision to buy from you. You need to include all pertinent information about each product, but it's up to the page design as to how well customers can explore and understand that information. Your design should also never detract from the display of your product images (such as through poor color contrast or an overly-busy background). Product pages also need to work flawlessly on a technical level, so this is a great place for speed enhancements like Google AMP.

Website Product Page
View Cart Design

View Cart Page Design

The customer's View Cart page is where they can inspect the list of items that currently reside in their shopping cart. They must be able to change quantities, remove items, and view their order total. Real-time shipping and tax calculations prevent the customer from being surprised with a higher total during checkout and abandoning their cart. The View Cart page must be designed to run quickly and present all information clearly.

Website View Cart Page
Checkout Page Design

Checkout Page Design

Checkout can be another turning point where it's possible to lose a conversion at the last moment. Load speeds must be seamless and customers should be able to check out with as little effort as possible. Layout must be easy to understand, and all required fields must be obvious, as should all check boxes and descriptions (such as "Shipping address same as billing"). If the customer does make a mistake and tries to proceed without completing the needed fields, the checkout should not delete what information they did enter and force them to start over. In short, your checkout must be designed from front to back for speed and ease of use.

Website Checkout Page
My Account Page Design

My Account Page Design

The My Account page is where customers will be able to view their own records, including past and current orders, reward points, store credit, and more. Customers who visit their My Account page are often looking for information that will affect an immediate purchase. For example, a customer may want to view a previous order so they can reorder the same item or items without needing to browse product pages. They might also want to check their store credit or reward point balances to decide whether or not to buy a specific product. Great web design provides the customer with a fast, easy way to access this information on their My Account page and has a positive influence on their purchasing.

Website My Account Page

Choose over 100 Mobile-Friendly Themes

Select from 100+ professionally-designed premium and free ecommerce themes, all of which are optimized for eCommerce. Responsive, elegant, and attractive, our themes are designed to showcase your brand and deliver conversions.Visit the Shift4Shop Theme Store to browse all pre-designed themes.

eCommerce Design Themes

Great Design Templates for Every Industry

Fashion & Apparel Themes

Complete Control to Design Your Own Website

So you're more of a do-it-yourselfer, or maybe you just love working with code. With Shift4Shop, you have full control over every aspect of your design through FTP access to all your store's theme files. Edit your site's HTML and CSS yourself and achieve that truly personal touch.

Customer website design

Award-winning Website Designs for Inspiration

Check out some of the best ecommerce site designs from successful Shift4Shop online stores


Hashwarehub is a retailer of crypto mining equipment for mining your own Bitcoin and other cryptocurrency. Their design utilizes plain background colors to offset their main site banner which displays a large rack of crypto miners, which reflect the coloration of their navigation menu and other highlights. Moving down the page, banners for categories, products, and links slide onto the screen with a smooth animation. HASHWAREHUB's design is suitably modern and "techy" while still presenting itself in a serious, no-nonsense fashion.


GermanSpikes sells custom-painted novelty spiked German-style helmets alongside a line of Dept. of Transportation-approved helmets for motorcycle riders. Their website design uses strong imagery of skeletons, eagles, winged skulls, and similarly-themed art in an illustration style that evokes heavy metal band logos and tattoos. This art blends into the site's dark color scheme to create a subtle background. Navigation links slide subtly onto the page while product and banner images appear as the user scrolls, with a short, quick animation that makes the products simultaneously "grow" and fade in, as if emerging from a dark fog. This menacing atmosphere directly appeals to GermanSpikes' target customer base of motorcyclists and war enthusiasts, while remaining user-friendly and easy to navigate.


Stardust Memorials sells customized cremation urns, jewelry, and other memorial items to families who have lost a loved one. The whole site is designed around the company's awareness that their customers are going through a very difficult time. Light, friendly colors and tasteful product photography bring an optimistic atmosphere and product selection is as simple (and customizable) as it can be. Stardust Memorials also makes plenty of information available to help their bereaved customers make their decision.


Bumbini makes and sells environmentally-sustainable cloth diapers, natural birth products, and other baby and hygiene products geared toward an Earth-friendly lifestyle. Their design incorporates large image banners and animations to help customers understand the use and benefits of their products. Babies feature prominently in the design, as do light, friendly colors. The overall effect is to provide a kind and caring atmosphere for new and expecting mothers to purchase products that benefit their babies' health as well as the health of the Earth.


Value Testers sells high-quality testing and inspection tools needed to gauge the efficiency of equipment and appliances like air conditioners, electrical equipment, cable, and more. Their design makes strong use of banners to promote the quality of their products and invite customers to learn more. Customers are immediately informed of free shipping on select items, top deals, and featured categories. Value Testers also places seasonal products right on their front page to help customers get right to the products they need during the current time of year. Their web design is a great combination of well-presented information, strong navigation, and promoted products.

Work with Certified Shift4Shop Web Designers

Shift4Shop is proud to work with some of the best designers in the industry. Whatever your needs, you can hire a skilled and knowledgeable Web Design Expert to give your site that professional edge.


Learn how Sarabeth's grew their business with a website redesign

Sarabeth's is a well-known brand of delicious baked goods, jam, specialty foods, and more. Their Legendary Fruit Spread is regarded worldwide as one of the best jams in the gourmet industry, and Sarabeth's products can be found in grocery stores and restaurants all over the world. But as successful as Sarabeth's was, they discovered problems with their website once customers started preferring to browse on mobile devices.